![]() ![]() ![]() It is the ability to combine all these elements – the stringent testing, the fragrance-throughout attribute, and the sustainability of its products – that sets Wax Lyrical apart in the market, according to Warren. On top of all that, our products are vegetarian and vegan-friendly.” It was an extremely complex process, because we hold 140 different fragrances and perfumes on-site at any time, so you can imagine the amount of testing we had to do, to ensure that a more natural base has the quality we are looking for. Instead, we have developed a non-alcohol blend, which is non-flammable and, therefore, safer, and one that makes the fragrance last longer. As regards their sustainable properties, we have recently changed our liquid products, i.e., our reed diffusers, so that they no longer use an alcohol base. “Another USP for our products, is that they are 100 per cent fragranced. Every product that leaves our own factory is guaranteed to burn for as many hours as it says on the packaging. The lab is also often used by industry bodies who ask us to test other people’s products and verify that they really are up to the quality they say they have achieved. Warren continues: “Our industry-leading laboratory enables us to test every aspect of a scented candle, be it its longevity, the impact it has on the environment, or its overall performance. It has also helped that a significant number of the company’s employees have been around for more than 25 and in some cases 30 years. Rigorous testing and constantly challenging its own methods have been at the heart of the success Wax Lyrical’s products have enjoyed in the marketplace for the last four decades. The key points of our message are the British provenance of our products, their proven quality, our efforts to be as environmentally-friendly as possible, and the opportunities we present local people with, to advance their careers.” “Following the rebrand, there is now a totally different feel and look to the company, which allows us to communicate our strengths more clearly. The other two are our people and the desire we have to grow the brand into international markets, too,” Warren maintains. “Innovation and care for the environment are two pillars of our strategy. According to Global Commercial Director, Warren Gell, Wax Lyrical will achieve its goal through bold communication with the public, an innovative approach to product development and marketing, as well as stressing the company’s environmental credentials. Ambitious as this may sound, the company is well on its way, it already being the largest of its kind in the country. Celebrating its 40th anniversary in 2020, the challenge ahead is to get Wax Lyrical products into every home. The manufacturer of luxury fragranced products has recently rebranded to emphasise the key values embedded in its clearly-defined strategy. Displaying a strong sense of responsibility to its customers, staff, and the environment, Wax Lyrical is looking to introduce the Asia-Pacific and American markets to its unrivalled fragranced products ![]()
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